The campaign is based on the idea that a little goodness can lead to greatness. To bring the idea to life, random people on the street were asked to take the first step of learning a musical instrument by learning a single note. Those interactions were filmed – the successes and the failures – and edited into a video that turned a little goodness into the embodiment of greatness – a classical symphony. With the help of 100 participants, 23 different musical instruments, and one courageous teacher, part of Offenbach’s “Orpheus in the Underworld” was created.
Digital advertisement created by BBDO, United States for goodnessknows, within the category: Confectionery, Snacks.
Executive Creative Directors: Matt Miller, Steve Rutter
Creative Directors: Gregg Nelson, Page Kishiyama
Art Director: George Thorman
Copywriter: Jared Johnsen
Executive Producer: Louise Doherty
Senior Account Director: Elana Shea
Account Director: James Campbell
Account Supervisor: Weina Cai
Account Executive: Divya Reddy
Group Strategy Director: Mary FlorCruz
Production Company: Helo Productions
Director: Jeff Tremaine
Editorial: Rock Paper Scissors
Editor: Neil Meiklejohn